Waiting to go out and therefore to go back to dress in a certain way the athleisure, the sporty and comfortable dress guides the purchases of monda online and is the most sought after category. This is what emerges from the global report of the Lyst platform on the first quarter of 2020.
Off-White: the most desired brand in the world , focusing on social media and conversing with customers
Off-White remains anchored to the first place of the 20 most desired brands globally (see infographic). With a new digital approach, both Off-White and its founder Virgil Abloh have experienced an exponential increase in engagement on social media. The confinement was, in fact, used as a moment to create an even closer connection and conversation with his loyal customers.
#Confining effect: athleisure is the most sought after category in the world
Nike is among the fastest growing brands of this quarter, climbing to third position, taking Gucci (now in 4th place) for the first time off the podium. The brand was favored by the exponential number of searches for sportswear such as hoodies, sweatpants and shorts during the quarantine period.
Nike's Kobe 4 Protro Carpe Diem sneakers entered the list of men's most desired products in fourth position - the pages displayed for the sneakers from the long-term collaboration between the brand and the NBA star increased by 733% after the athlete tragically disappeared in February.
Store closure: luxury customers do not give up, veering on vintage and second hand online
Chanel's iconic 2.55 second-hand recorded a 75% increase in searches during the quarter and was included in the list of most desired products by women. Probably, the increase in demand for this brand on second hand sites was favored by the closure of the stores and the lack of a Chanel e-commerce during the lockdown.
The Off-White mask is the most desired globally
In Italy, the first peak of searches for masks had already been recorded in late January while in the rest of Europe they were still very low. Subsequently, searches grew 496% in the quarter globally. The spread of Covid-19 has led to a growth in research for this item all over the world. The brand that wins the first place among the most sought-after masks globally is Off-White, conquering the top of the most sought-after men's products.
Jacquemus among global fashion brands
Jacquemus enters the list of the most desired brands of the Lyst Index for the first time, climbing seven positions to reach the 15th position. The fall / winter 2020 show has incredibly increased the brand's engagement on social media by over 1,100%. Other new brands this quarter are Thom Browne and Rick Owens, jumping to 14th and 8th respectively.
